Influencer agencies face existential test as brands bring creator marketing in-house

1. What happened

   According to Storyboard18, Barcode Entertainment's Ajay Kulkarni says influencer agencies face an existential test as brands move creator marketing in-house.

2. When it started

   The topic started trending on 4 November 2026 at 12:45 UTC. The article's exact publication date was not provided.

3. How it spread

   The story was reported by Storyboard18 and reached this feed through a Google News link. Only the headline was available, so the article's full details and any supporting data are unknown.

4. Why it matters

   The headline points to brands increasingly handling creator marketing internally, which raises questions for agencies that have managed influencer campaigns. The specific reasons and evidence behind this view were not included in the sources provided.